I am looking for some input. First off, let me start by saying that I am currently doing 2,000 EDDM pieces a week via MailShark, and have been happy with the results. My concern is however, that as there is no direct control as to when the pieces hit homes, they often hit Tuesday with the “shared mail” pieces like Red Plum. Obviously, the big market on EDDM is “It’s more costly, but you are getting an individual piece.” But wouldn’t that benefit go out the window when it is being included with the shared mail (when I personally got mine the first time around, it was shoved in the middle of the Red Plum, and a family member found theirs underneath the Red Plum but had admitted that if they were not specifically looking for it, they would not have noticed it before throwing out the Red Plum).
Now Valassis (the marketing company that does the Red Plum) has a product they call their wrap (the front page of the red plum, the inside cover page, the back inside page, and the back page). When quoting their prices for my area (75,000 homes for the full wrap), it comes out to approximately $1150 for a front or back page (when available, as national chains get first pick), or $775 for an inside front or back page. Now while some of those homes are outside of my area (my entire area has approximatly 60,000 homes), it would still cost me about 15 times as much money (compared at the front page cost) to hit all 60,000 homes with my EDDM pieces, that are 9 times out of 10 being delivered on the same day as the shared mail.
I have a great database with my point of sale, and have recently (I know, it should have happened long ago but my old point of sale was a very true POS), and will be consistently mailing to my database for New Customers, 30, 60, and 90 day customers, as well as customer complaints.
So in my eyes, I find it very unlikely that I am getting 15x more return on my EDDM than I would on Valassis, so I would think the ROI would be equal to if not better by doing the Valassis (which I could afford to hit each home 2 times a month as opposed to once every 10 weeks). While still maintaining my database mailings for a more “direct mail” for customers once they order.
Could anyone advise me of their thoughts on the issue, or their experiences with a company like Valassis?
Note: I wanted to make sure to clarify, I am VERY pleased with the quality of service I have received from MailShark. The issue of when the pieces are hitting is with my local post office. I highly recommend them to people looking to do an EDDM campaign.